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THE BUTTERFLY GARDEN
by the ministry of education
A film to rally educators towards nurturing the next generation
This was my ode to Apple's The Underdogs. The first two instalments, at least.
Those films are pacey and punchy. And the storytelling... *chef's kiss*.
There was a lot to aspire to when creating this film for MOE.
Conventionally, MOE films are slow burns, rousing middles, and weepy aftertastes.
But a new wave of educators needed a new way of storytelling.
This was our attempt at that.
Then, with this strategy of speaking to a younger audience, we accompanied the film with a Youtube Shorts series, "I Got It From My Teacher", showing the impact that teachers can have on their students, but in a charming and unexpected manner.
Clients loved the end result—and the numbers that followed. Recruitment saw a bump, as did positive sentiment towards teaching.
Creative Director (Copy) Lester Lee
Creative Director (Art) Khalid Osman
Copywriter Natalie Goh
Art Director Samantha Branson
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